Director of Marketing, Paid Media

Job Overview:

The Marketing & Communications team at Coursera is searching for a Director of Paid Media to lead our advertising team and help us connect individuals worldwide with life-changing education through profitable paid media.

Our team is committed to expanding access to transformative education and shaping conversations about the future of learning and work. We are organized into several areas of focus, including Consumer Marketing, Enterprise Marketing, Degrees Marketing, Product Marketing, and Communications. Collectively, our team’s efforts are focused on expanding the reach of the Coursera brand, bringing new learners to our site, connecting students with degree programs, attracting new enterprise customers, and building a marketing system that supports lifelong learners.

As the Director of Paid Media, you will lead the paid media strategy to drive new paying learners to our site in a ROI-positive way and expand the reach of the Coursera brand. You will represent Paid Media in key cross-functional forums, working with other teams to improve and scale our advertising efforts to align with Coursera's strategic vision.

To thrive in this role, you will develop the roadmap for paid media revenue growth through channel, campaign, and geographical expansion, identify opportunities to innovate and scale advertising efforts, lead the team responsible for advertising channels, and collaborate with multiple teams to ensure our advertising drives performance and communicates our brand effectively.

This position represents an exciting opportunity to join our dynamic team and make a significant impact on the growth of Coursera's brand, mission, and business through paid media acquisition.

Responsibilities:

• Develop and execute the consumer paid media strategy to drive cost-effective revenue and new paid learner growth within budget guidelines.  This includes but is not limited to paid search advertising, affiliate marketing, TV, paid social, and display advertising.
• Manage paid media campaign performance and budgets, guiding the team to optimize campaigns to maximize growth within ROI and cost efficiency considerations.
• Lead analysis and reporting on key metrics related to paid media campaigns, including revenue, conversions, customer acquisition costs, clicks, CTR, and ROAS, providing regular updates to stakeholders.
• Stay current on industry trends and best practices related to paid media advertising, and make recommendations for new channels and tactics that could benefit the company.
• Lead a team of paid media full time employees and contractors, providing guidance, mentorship, and feedback to ensure they are achieving their goals, career plans and contributing to the overall success of the company.
• Collaborate with cross-functional teams, including but not limited to marketing, product, data science, data engineering, SEO to ensure paid media campaigns align with overall company goals and messaging.

Basic Qualifications:

• 7+ years of experience in direct response paid media and advertising in US and global markets.
• Demonstrated history of managing large paid media budgets and delivering measurable results and growth for a direct-to-consumer business.
• Experience in managing a team of media professionals and collaborating cross-functionally with other departments (experience managing dotted-line reports is a plus).
• Experience using analytical tools to measure the effectiveness of paid media campaigns, track key metrics, and provide insights for optimization 
• Experience operating in high growth environments

Preferred Qualifications:

• Direct response advertising skills for creating, implementing, and optimizing successful consumer paid media strategies across various channels, including display, search, social media, and programmatic advertising.
• Experience managing TV as a direct response channel to drive company growth and brand awareness
• Strong leadership skills to manage a remote team of media specialists, collaborate with cross-functional teams, and build relationships with external and internal stakeholders.
• Up-to-date knowledge of industry trends, emerging technologies, and best practices in paid media to drive innovation and stay ahead of the competition.
• Bachelor's degree preferred

If this opportunity interests you, you might like these courses on Coursera:

• Google Digital Marketing & E-commerce Professional Certificate
• Meta Social Media Marketing Professional Certificate
• Digital Marketing Specialization
• Marketing Analytics
• Strategic Leadership: Impact, Change, and Decision-Making Specialization

Compensation:

Our job titles may span more than one career level. The starting base pay for this role is between $139,000 and $303,000. The actual base pay is dependent upon many factors, such as: training, transferable skills, work experience, business needs, and location. The base pay range is subject to change and may be modified in the future. This role may also be eligible for bonus, equity, and benefits. 

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